Gymshark and Dick look to each other’s virtues in their shopping partnership

British fitness apparel brand Gymshark has ramped up its US expansion with its first-ever US wholesale partnership, signing an exclusive agreement with Dick’s Sporting Goods.

Starting today, Gymshark collections are sold in 12 Dick’s House of Sport stores across the United States, including New Jersey, Pennsylvania, Florida, Georgia, Texas, Tennessee and Massachusetts.

Each location will feature a dedicated Gymshark-branded space, complete with custom fixtures, athlete mannequins and design elements inspired by the brand’s ‘We Do Gym’ ethos.

The exhibition, which includes mannequins modeled on three-time Mr Olympia Men’s Physique champion Ryan Terry, aims to translate the brand’s community-focused, performance-oriented culture into a tangible retail environment.

The move follows the opening of Gymshark’s first permanent U.S. store at New York’s Roosevelt Field Mall earlier this month, a 7,400-square-foot store. flagship that represents the brand’s largest investment in physical retail outside Britain

Gymshark’s collaboration with Dick’s is both pragmatic and symbolic. Dick’s Sporting Goods, which operates more than 850 stores nationwide and generated about $13 billion in revenue last year, offers the British brand immediate retail visibility and credibility in a market dominated by much larger rivals.

Dick’s looks for the Gymshark community

For Dick’s, which has quickly repositioned itself as a destination for lifestyle and performance apparel, Gymshark provides access to a younger, digitally engaged consumer base that aligns with its growing House of Sport concept, which combines retail with activity zones, from lawns to climbing walls.

Gymshark’s Director of Retail and Wholesale for North America, Mitch Healey, said the partnership was the result of a purposeful search for an associate capable of bringing “the authentic Gymshark experience” to American consumers.

Meanwhile, Dick’s Vice President of Merchandising Brendan Kirk described Gymshark as “redefining what modern workout apparel looks like,” adding that the brand’s combination of style and credibility made it ideal for House of Sport’s experiential focus.

The range The launch includes Gymshark’s Power and Vital ranges, two of its most recognizable collections, priced at approximately $40 to $80 each, putting Gymshark in direct competition with the likes of Lululemon, Nike and Under Armour.

Yet the differentiator has always been its undiluted focus on gym culture, which has been cultivated through social media since the company’s early days.

While Gymshark’s direct-to-consumer model has enabled rapid international expansion, a wholesale partnership offers access to new audiences. But that also brings new complexities, including smaller margins, more complicated supply chain requirements and the risk of brand dilution if in-store merchandising doesn’t match the company’s tightly controlled identity.

Gymshark 12 Store Trial

The limited rollout across twelve stores suggests a testing phase for both partners and an opportunity to gauge consumer response, assess logistics and refine the brand’s physical experience before considering a broader expansion in 2026.

For Dick’s, the partnership fits perfectly into the strategy of modernizing its store formulas and deepening relationships with younger, trend-driven brands. Launched in 2021, the company’s House of Sport concept now serves as a testing ground for experiential retail. Adding Gymshark provides both a point of differentiation and a potential draw for new customers.

Gymshark opened an office in Denver last year to oversee North American operations and logistics, signaling its intention to anchor growth in local infrastructure. Founder Ben Francis has repeatedly emphasized that the US remains the “most important and challenging market” for the company.

The partnership also reflects a broader recalibration in the direct-to-consumer sector. Many digital-native brands that thrived in the pandemic era are now turning to wholesale or hybrid retail models as customer acquisition costs rise and online growth slows.

For Gymshark, a brand that prides itself on control and community, partnering with a traditional retailer like Dick’s is both an experiment and a recognition that the next phase of its journey in the vast country that is the US requires a mix of digital intelligence and feet on the ground.